Идентичность личности в контексте новой коммуникативной реальности
The article analyzes and summarizes the results of research carried out by the author during several years, and revealing the problem of the connection between personal identity and communication to the next level - the impact on the identity of the new communication technologies. Under the new communication technologies we define all technically mediated communication methods. This article focuses on Internet communication and marketing communication technologies - the formation of the image, a brand as means of communication and the impact on the consumer. General conclusion is that the new communicative reality contributes to the appearance of certain features of identity.